The Super Bowl is as much about the advertisements as it is about the football. But let’s face it, not every company can afford a $5 Million dollar spot during one of the most anticipated sporting events of the year. Here’s how marketers and advertisers can stand out during Super Bowl season without spending millions.
1. Distribute Your Ad Programmatically (and Think Beyond Social Media)
Assuming you or your agency has nailed your creative and cleverly integrated football into your ad, distribution is key to your strategy. There are over 4.5 Billion websites across the internet. While social media is an important part of the programmatic landscape, it covers less ground than you might think. Choosing a programmatic partner that scales across the web allows you to reach football lovers wherever they consume content, and contextually target sites relevant to your brand.
Another upside of serving ads beyond social media is that you have the opportunity to learn from your data. Social media sites are known as “walled gardens” for a reason. Data gets in, but it can never get out. By using programmatic software with first-party data, your next campaign can leverage the insights of this one so you can double down on success.
StackAdapt reaches over 55,000 publisher sites using 30+ native advertising networks and provides full data transparency. Learn more!
2. Reach Users at Multiple Touch Points
The rule of thumb is that an individual needs to see or hear about you three times before your brand sticks with them. But what do you do when paying for out of home or other traditional channels are out of your budget? This is when it is important to understand your customers’ digital conversion journey.
For example, let’s say you’ve generated a video ad. Instead of simply hosting the ad across websites using pre-roll or outstream, place a retargeting pixel on your video that tracks 100% completed views. Then retarget those users across the web through programmatic native advertising or even standard display. By using different formats, you’re following the journey of an interested user without blasting them with the same ad over and over again. It shows that you understand that they have interacted with you and in light of that, you’re expanding on the information they already have.
StackAdapt supports native, video, and display advertising, retargeting, and dynamic retargeting. Learn more!
3. Use Intent-Based Data
The last thing you want to do during Super Bowl season is add to the noise. If you’re not reaching the right people, you’re basically screaming into a void. Like a single fan amongst a crowd of thousands, your voice will be drowned out and your ad budget wasted. The best way to reach the right people with your ads (aka people actually interested in your product or service) is to target those who have already shown interest. I’m not talking about retargeting, I’m talking about intent-based data from all over the web.
Intent-based data uses machine learning and natural language processing to determine user intent user based on recent browsing behaviour. For example, if you’re selling flight tickets to Minneapolis, an intent-based data engine finds users browsing flights to Minneapolis on competitor sites, or researching all things Minneapolis. Or, if you’re an organic hair care brand, you can target users who have researched natural hair care in the past seven days across any number of sites.
Try targeting your audience through StackAdapt Custom Audience Segments made up of intent-based, first-party data on a rolling 7-day basis. Learn more!